Digital Signage Trends 2009
As An Element Of Modern Marketing Communications
Honorary Patronage: Polish Digital Signage Association
Sponsor: NEC Display Solutions
Venue: Hotel Jan III Sobieski, Plac
Artura Zawiszy 1, Warsaw
Date: 16 – 17 September 2009
A BRIEF REPORT
September 17 of this year marked the end of the 1st edition of the
international Digital Signage Trends 2009 Conference in Warsaw. The
event saw participation from more than 200 participants interested in
the subject of the digital marketing communications. In the course of a
2-day forum, thematic debates enjoying huge interest were conducted and
as many as 37 lectures were delivered.
WHAT TOPICS WERE ADDRESSED
Constructing the conference agenda, the organisers presented a
comprehensive and extensive approach to the subject. First and foremost,
many case studies, both Polish and foreign, were presented. The lectures
describing the Digital Signage systems realisation concerned, among
others, the implementation operations in such retail chains as Empik,
Rossmann, Alior Bank, Bank BZ WBK, Carrefour, SPAR as well as
realisation in shopping malls, entertainment venues, catering outlets,
and on public transport.
The presentations included not only advertising systems but also
information systems, e.g. support systems for the operation of public
administration or the courts. The conference also broadly discussed
hardware-related issues. Extensive thematic blocks dealt with Digital
Signage carriers, players, and software. The legal issues related to the
distribution of Digital Signage content were also covered.
MOST INTERESTING POINTS
Thematic debates enjoyed huge interest of the Digital Signage Trends
2009 participants. Two such discussions were held in the course of the
conference. The first was dedicated to the DS content creation and
opinions were on one hand delivered by practitioners - representatives
of renowned advertising agencies, creative agencies, and companies
constructing and managing DS networks while on the other by scientific
authorities in the field of marketing – such as, among others, Dr.
Bogusław Kwarciak. Another thematic debate pertained to the measurement
of the effectiveness of the Digital Signage message. Representatives of
such research institutions as Pentor Research International and Dom
Badawczy Maison engaged in the discussion with representatives of
companies offering their own solutions dedicated to the study of message
effectiveness (e.g. the iCapture system).
NOT JUST LECTURES
Over two days of the conference, workshops were held parallel to the
lectures. In two exhibition halls on an area of more than 300 m2,
producers of hardware, DS IT solutions as well as of units designing,
implementing, and managing DS networks presented their solutions. At the
same time, the lectures and workshops provided the background for many
productive business talks as the conference attracted boththe main DS
market players as well as many a company and institution interested in
this form of communication with the client.
The high turnout and interest in the subjects raised, participation of
foreign experts and an interesting presentation of DS solutions
confirmed the event’s organisers in their plans to make the Digital
Signage Trends a cyclical event.